Understanding the Hispanic Market in the Mobile Age
When it comes to media buzz, few things get advertisers more excited than mobile, Millennials and the Hispanic market. For Charo Henriquez, the newly appointed executive editor at PeopleenEspanol.com, that buzz is a big part of her day-to-day and long-term strategy. Here, Folio: checks in with Henriquez after her first month on the job to find out what’s next for the brand.
Folio: Obviously you’re new and still settling into the role, but what opportunities have you identified for the brand in the digital space?
Charo Henriquez: I think People en Español is an incredibly strong brand across the U.S. Hispanic audience, as well as all across Latin America. While I am fairly new to the brand, I have had enough visibility of the trends as well as our industry to recognize that there are significant untapped possibilities in Latin America, as an emerging digital market. We also have big growth opportunities in native advertising, video content and leveraging our incredible social engagement further.
Folio: Let’s flip that; tell us what challenges are you planning to address.
Henriquez: Similar to many other media organizations, I believe our biggest challenges arise in the speed in which we have to move to stay up to date in our technology infrastructures since we manage a great volume of work with as many brands that we have at Time, Inc. I think the key to overcoming these challenges is to find ways to create processes that allow us to experiment, build prototypes and test things in a small scale before committing to bigger builds.
Folio: Speaking of technological infrastructure, how much of your audience is coming in through mobile devices? How much do you expect that to grow? And how important is the mobile platform?
Henriquez: Over half of our audience is now reaching us through mobile devices, which is a trend that we are seeing overall in media organizations. The content consumption habits of our audience have changed, and now they spend more time with us throughout their day. With the exponential penetration of mobile devices and social networking, particularly within the Hispanic community, this is a trend that will inevitably continue to grow, and this is something we don’t take lightly. When we conceptualize digital products now, we have a mobile-first approach—truly ideating features and design elements from the perspective of the mobile user as an initial approach—then growing those concepts up to a desktop environment.
Folio: There’s all kinds of excitement in media centered on the Hispanic consumer; what excites you about this audience from an editor’s perspective?
Henriquez: From a digital editor’s perspective, there is no better time to be working on a brand targeted at Hispanic consumers than right now. The U.S. Hispanic market continues to increment its digital content consumption and Latin America is showing growth, not just from an audience perspective, but from an economic standpoint as well. Hispanic audiences have shown to be more connected on mobile devices and social networks and more engaged and bigger consumers of entertainment, such as movies, than other ethnic groups. Having such a receptive audience, especially around a brand as strong as People en Español, is truly very exciting.
Folio: Of course, there’s also a lot of excitement about connecting with Millennials. What’s your strategy for engaging with that demographic?
Henriquez: We have several ideas for products directed at the Millennial population, but before jumping into developing a content strategy we understand the need to research and test some concepts to help educate the process. We are currently doing that. There are many exciting things to come, not just around Millennials, but around the People en Español digital brand.